ANWB: from an internally sold idea to pages that stayed live for over three years
- Sector
- Mobility and travel membership
- Via
- DEPT
- Year
- 2021
- Role
- UX designer on paper, in practice strategy, UX and direction
Situation
The "Champions" had been thought up, named and sold internally. They had no definition, no rules, and no member had ever seen them. The team had to make content that inspires members before they know what they want to book.
What I did
Discovery and requirements workshops, which produced three kinds of champions. A design sprint from twelve ideas to eight concepts, tested by an external agency with real members; three survived. UX specifications, directing designers, brand strategists and copywriters, A/B experiments on sixteen production pages, and handover to the client's senior UX designer. Along the way every meeting rebuilt into a session with an outcome: nineteen in six months.
Where it stands
The champion pages went live within two months and stayed on the site for over three years, until early 2026. I never saw the experiment data; I claim no effect. This is the only case where I built inside a client team for months, and the reason I know what a handover takes.
November 2021 to April 2022 · core team of 7 · 19 sessions · remote
Skills in this case
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The full version, with the client name where allowed, the visuals from the programme and what I would do differently myself, is in the password-protected portfolio. Access comes from me personally: request it, or open the portfolio with the password you got from me.
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